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Offshore Technology Conference Event Marketing 2011

Phil Morabito and Brian Block discussed the latest tactics to create credibility, trust, engagement and distinction for your brand and how to maximize "booth buzz at OTC 2011. They also reviewed the best traditional media relations strategies and how to use social media tactics to assure your services are distinct and not extinct. Thank you to everyone who joined us.

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Creating a Buzz to Build the Brand• Situation Analysis – You have set time aside, paid money and organized your booth to connect with industry colleagues and decision makers. – This is the focal point of an annual push. – You must capitalize on OTC.• Solution: Create BUZZ

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Creating a Buzz to Build the Brand• Press conference realities in 2011 – How does your “news” illustrate an impact on your industry? – You must identify an area of need and position your company/product as a solution. – You don’t get a second chance to blow your first impression.

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Creating a Buzz to Build the Brand• Ugly editorial realities in 2011 – Get over yourself. The news isn’t about you. – Sell the story, not the company. – It’s no longer about the questions. What do you want the public to think, feel or do. – News is defined as “conflict.”

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Creating a Buzz to Build the Brand• Getting down to business – Start early – minimum 4 weeks – Who is your media inner circle? – Work the show daily – Answer the “who cares” question – What can you offer that competitors won’t or can’t

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Creating a Buzz to Build the Brand• Maximizing editorial opportunities – Before every interview, think about what headline you would like to see as a result of your briefing and create three key messages supporting your position – you can’t afford to waste time figuring that out during the interview – Make sure the spokesperson knows this

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Creating a Buzz to Build the Brand• Maximizing editorial opportunities – Don’t tell when you can show. Bring a customer to your interview who can illustrate the solution you’re explaining

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Creating a Buzz to Build the Brand• Social Media – Before • Create your profiles where it matters - @OTCHouston, Facebook • Join conversations ahead of time • Create a database of digital information – During • Live updates – status, pics, video • Networking to lead traffic to your booth • Save some for later

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Creating a Buzz to Build the Brand• Location Based Social Networks – These use the GPS function on your mobile device to locate you and share that location and additional content. • Content can include pics, reviews, videos, etc. • As people use this to “check in” to places, special offers or information can be made available to them. • Check out Foursquare and Facebook Places

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Creating a Buzz to Build the Brand• Do’s and Don’ts – Media Relations – DON’T hand out a paper press kit. If you do, just put a sign on your back that reads “I love the ’80s.” This is the electronic age- don’t be extinct, be distinct. Try this unless you want to look like this

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Creating a Buzz to Build the Brand• Do’s and Don’ts – Media Relations – DO treat all your vital media as you treat your best prospects: • Stay in touch • Give them something you don’t give everyone • Remember that they have lots of other offers for industry sources • You MUST differentiate yourself

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Creating a Buzz to Build the Brand• Do’s and Don’ts – Media Relations – DO treat your media sessions like a first date: • Ask about them • What are they hearing? • What’s on their mind? • What are they looking to find?

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Creating a Buzz to Build the Brand• Do’s and Don’ts – Social Media – DO update your status often with relevant updates. – DO work on picture or blog posts while the conference is going on. – DON’T make business connections through social networks with profiles that are too personal.